Lenovo has some unusual hopes for its Moto Z Droid phone

Each year, The Consumer Electronics Show in Las Vegas showcases the innovation and technology that is changing the world — and the way companies do business.

At CES 2017, Business Insider spoke with advertising and marketing executives from a variety of industries to discuss their challenges, successes, and strategies for navigating the current digital landscape.

We sat down with David Roman, Senior Vice President and Chief Marketing Officer of Lenovo to discuss why it entered the crowded smartphone market. Lenovo bought the Motorola Mobility business from Google in 2014 for $2.91 billion and it used the CES show to promote its flagship phone the Moto Z Droid. The snap-on modules won the CES 2017 Best of Innovation award for wireless handset devices.

We asked Roman how Lenovo plans to be heard in a very crowded smartphone market and why he thinks this product will succeed. His answer was surprising: Lenovo isn’t gunning to displace Apple or Samsung. The company will call it a success by gaining just a fraction of the overall market.

“When you think about a market that that’s big, where there are 1.5 billion phones sold in a year, even a niche of 2% of that market is a very big market in its own right,” he says.